This Article discusses alumni surveys. Topics covered include alumni survey objectives, survey methodology, response rates, and survey process.
Alumni Surveys and Survey Objectives:
Alumni surveys generally focus on one of the following subjects:
1. Measuring alumni satisfaction with different facets of the educational experience.
2. Measuring the interest of alumni in making contributions to the educational institution and/or participation in alumni events.
3. A combination of 1 and 2 above.
Measuring alumni satisfaction can focus on such aspects as academic experiences (quality of teachers and departments), student experiences (campus environment, extracurricular activities, counseling services, technology resources, etc.), and placement (job placement in the case of colleges or universities; college placement in the case of high schools).
Measuring alumni interest in participation and contributions can focus on the performance of the alumni relations office, performance of the alumni association, gauging interest in different types of interactions (newsletters, social events, business promotions, etc.), willingness to help, etc. These types of surveys often include a number of demographic questions so that the educational institution can learn more about the current status and best contact information of its alumni.
Alumni Surveys and Survey Methodology:
Most alumni surveys are mail surveys only or mail and online surveys combined. Very few educational institutions have more than a small percentage of alumni email addresses, and those that do are usually heavily skewed toward more recent graduates. Mail surveys with an online option are often an excellent choice for reaching all different years of alumni using the best medium possible. Or, if a significant list of quality email addresses is available, email invites to an online survey can precede a mailing. An experienced survey vendor can provide advice on which approach to use and how many alumni should be sampled.
Alumni Surveys and Response Rates:
Almost every educational institution wants to know what their response rate will be. Unfortunately, alumni surveys represent one of the most difficult areas in which to predict likely outcomes. Response rates are determined by personal feelings of attachment rather than a business or employee relationship. This can depend on the type of institution (four year college versus community college; small private college versus large public university), campus environment, attitude of school administration toward its students, and ongoing efforts of the alumni association to reach out to alumni. But it can also depend on less obvious factors. For example, a college, which decides to abolish its fraternity/sorority system, may find that many of its alumni no longer feel attached to the school and will sparingly participate in surveys.
Alumni Surveys and Survey Process:
The success of an alumni survey can depend on many different details that collectively impact response rates. These include survey layout, survey packaging, type of postage, personalizing of letters, and time in the field. A vendor experienced in alumni survey administration can provide step-by-step advice on the different alternatives and how best to reach alumni.
In summary, alumni surveys have wide variations in response rates that are sometimes difficult to predict. Identifying the survey objectives, selecting the best survey methodology, and drafting the most useful survey questions will not guarantee success. Each and every step of the survey process needs to be considered and executed in the best possible way for optimal results.
Marc I. Tillman is a member of the professional services staff at the
Amplitude Research, Inc. survey company, a full-service
mail survey and online survey company headquartered in Boca Raton, Florida. Please visit Amplitude's
alumni surveys page to learn more about its service offerings.
